social-media monitoring tools to monitor, track, and analyze online conversations on the Web about their brand or products or about related topics of interest. This can prove useful in public relations management and advertising-campaign tracking, allowing analysts to measure return on investment for their social media ad spending, competitor-auditing, and for public engagement. Tools range from free, basic applications to subscription-based, more in-depth tools. Often social media can become a good source of information and/or explanation of industry trends for a business to embrace change. Within the financial industry, companies can utilize the power of social media as a tool for analyzing the sentiment of financial markets. These range from the marketing of financial products, gaining insights into market sentiment, future market predictions, and as a tool to identify insider trading. To properly take advantage of these benefits, businesses need to have a set of guidelines that they can use on different social media platforms. Social media can enhance a brand through a process called "building social authority". However, this process can be difficult, because one of the foundational concepts in social media is that one cannot completely control one's message through social media but rather one can simply begin to participate in the "conversation" expecting that one can achieve a significant influence in that conversation. Because of the wide use of social media by consumers and their own employees, companies use social media on a customer-organizational level; and an intra-organizational level. Social media, by connecting individuals to new ties via the social network can increase entrepreneurship and innovation, especially for those individuals who lack conventional information channels due to their lower socioeconomic background. Social media marketing Social media marketing is the use of social media platforms and websites to promote a product or service and also to establish a connection with its customers. Social media marketing has increased due to the growing active user rates on social media sites. Though these numbers are not exponential. For example, as of 2018 Facebook had 2.2 billion users, Twitter had 330 million active users and Instagram had 800 million users. Then in 2021 Facebook had 2.89 billion users and Twitter had 206 million users. Similar to traditional advertising, all of social media marketing can be divided into three types: (1) paid media, (2) earned media, and (3) owned media. Paid social media is when a firm directly buys advertising on a social